Shop Small is a monthly series highlighting small business owners from diverse backgrounds. This series aims to go deeper than your typical product roundup, diving into the inspirational stories behind some of our favorite brands. By taking a behind-the-scenes look at how their shops came to be and highlighting the products they (and their shoppers!) love, we hope to put a deserving spotlight on these marginalized business owners.
As Nana Quagraine, founder of the home decor shop 54kibo, knows, the road to entrepreneurship isn't always a straight line. Quagraine began her career as a metallurgical engineer, working with metals in South Africa, before branching out into strategy consulting. In 2006, she moved to the U.S. to attend Harvard Business School (she graduated in 2008), then spent four years working as an investor on Wall Street.
In 2018, her career shifted again, this time to focus on preserving and showcasing African artisan heritage. "I noticed that many people I visited had little African decor in their homes," she said. "I wanted to change that." This led to her launching 54kibo, a brand that partners with designers to give consumers around the globe access to African-inspired home goods.
Quagraine uses her experience, travels and connections to source and create her shop's offerings. "I grew up in Ghana, so I understand Ghanaian culture," she says. Plus, she lived in South Africa for 20 years, which gave her experience with the people and languages there. Leading a Harvard Business School trip to Kenya, Tanzania and Zanzibar in 2017 gave her even more confidence as an entrepreneur. "It's not a big lift to get on the phone and call someone because I know what to expect," she explains.
Quagraine has had a lot to juggle — besides launching the business, she and her husband welcomed twins in 2017. Still, the business has grown steadily, and the site now features an impressive assortment of luxury home decor items, from colorful pillows and unique patterned rugs to statement lights, dinnerware and more. "We work with about 50 designers — product makers — who collaborate with artisans," Quagraine says.
Read our chat with Quagraine below to learn more about her love of Africa, along with the highs and lows of her entrepreneurial journey.
What sparked 54kibo's creation?
"The goal of 54kibo is to showcase African design and to preserve artisanal heritage. There are 8 billion people in the world and about 1.8 billion are from Africa. They're either living in Africa right now or around the world like you and me. Some of these 1.8 billion people are making beautiful pieces that need to be showcased."
What's the meaning of the name "54kibo"?
"There are 54 countries in Africa and Kilimanjaro is the highest mountain on the continent. Kibo is the highest point of Mount Kilimanjaro. So, 54kibo is bringing you the height of African design — the most unique designs and pieces you haven't seen before."
How would you describe your customers' home shopping preferences?
"Our audience is homeowners. If you value craftsmanship and handmade items, that's what we offer. There's also the sustainability aspect. All of these items are from other small business owners and artisans, who are making each piece by hand. Each item is one of a kind."
What's a positive moment in your journey that stands out?
"I was on Instagram and [singer, songwriter and actress] Keri Hilson liked one of our posts. It gives you a little boost. It provides encouragement, because you're trying to take on a really big challenge and it's nice to see that people appreciate it."
As a business owner, what are some challenges you had to overcome?
"As educated and experienced as I am, I've never run a small business. I've managed large businesses with huge budgets and teams, but when you have to start right from the beginning [you think]: 'How do I register this company?'
You have all of those problems in the beginning, so you have to think about what you are solving first. I've found that it helps to focus on one area, solidify it and move on to another area. It may take a little longer, but you end up with a lot of confidence."
What advice do you have for customers who are new to African-inspired home decor?
"The first thing is African prints. People have been taught one type of African print — very traditional with super intense designs and colors. However, that's not necessarily what you live with if you own a house in South Africa. African prints as we know them in the U.S. are narrowly defined, so we're hoping to broaden that perspective.
There are modern and traditional prints. Whatever you buy from 54kibo starts with your personal style. Then, you choose colors accordingly. Depending on how you mix and match, you can create the design you want."
Mariah Thomas (she/her) is an assistant editor for Good Housekeeping, where she covers home and lifestyle content. Mariah has more than four years of editorial experience, having written for TLC, Apartment Therapy, Women's Health and Avocado Magazine. She received her master's degree in journalism at the Craig Newmark Graduate School of Journalism and published her first book, Heart and Soul: Poems of Thoughts and Emotions, in 2019. She's also the founder of RTF Community, a platform for creatives of color to connect, learn and showcase their work.
